HubSpot's Rick Burnes Social Biz Atlanta 2013 presentation

1. Marketing
Automation
A Tale of Two CMOs
Social Biz Atlanta – February 22, 2013
Rick Burnes, Director of Product Marketing @ HubSpot

2. Traditional
marketing
automation will
eventually kill Your Logo
your business.

3. This Could Be You
Inbound
marketing
automation
will help you
delight
customers and
prospects.

4. 1 The Tale
of Two
CMOs

5. Meet
CMO #1

7. Company buys my They send me an I tag the email
email address unsolicited, as spam.
from a list. impersonal email.
Stranger
Customer
No Sale;
Unsubscribed

8. Company #1 = = =
= =

9. Plus, the math
doesn’t work.

10. Your List Expires at ~25% / Year
Year 1 Year 2 Year 3
50K 21K

11. 11

12. Marketing Automation Expiration
500 Leads
50K list
4% CTR
25% Conversion
42 Leads
21K list
1% CTR
20% Conv

13. Meet
CMO #2

16. I subscribe to the
blog.
Sales rep
I find the calls up
company’s blog in I download the guide to and offers
a search. training software. to help.
Stranger
Customer
Company notices I’m
reading a lot of articles
about training, so they I purchase.
serve me a CTA for a
guide to training software.

17. Company #2 = = =

18. And the math
works.

19. Shift to segmented
nurturing produced
16% increase
engagement.

21. 2 How to Do
It Bezos-
Style

22. Your To-Do List
1. Marketing Automation

23. Your To-Do List
1. Marketing Automation
1. Inbound Marketing

24. 86%
skip TV ads
44%
of direct mail is
never opened
91%
unsubscribe
200m
Say DO NOT CALL
24

25. It’s time to transform your marketing
into something people LOVE
Get Found Online:
Create valuable website
pages, blog articles and
social media messages
optimized to drive
qualified leads to
your site.
Your

26. It’s time to transform your marketing
into something people LOVE
Get Found Online: Understand Your Buyers:
Create valuable website Personalize your
pages, blog articles and marketing through a
social media messages deep understanding of
optimized to drive their needs to pull leads
qualified leads to through your sales funnel
your site. faster.

28. Marketing automation
helps here.
It’s useless if
your problem is here.

29. How do you know
where to start?

30. It depends on your business needs.

31. Scenario #1 4,444 15% 667 75% 500

32. Scenario #2 2,000,000 1% 20,000 5% 1,000

33. Scenario #3 2,000,000 5% 100,000 1% 1,000

34. How? Think

35. Context allows you to marry the buyer
to the right content at the right time
does an exceptional job at this with its recommendation engine. . .
Brian Halligan
HubSpot CEO
Dharmesh Shah
HubSpot CTO

36. The Traditional Approach
Referral Email
Data
Offline
Leads
Lead ?
Volume
Funnel
Volume
Web
Analytics

37. The Inbound Approach
Found Email
Site Via?
Website
Grade
Offline
Activity
Form
Data
Twitter
Facebook
Funnel
Stage
Browsing
History

38. Everybody Should Know This Person

39. Personalize Your Email

40. Create Workflows Based on Profiles
When a lead clicks on this link,
HubSpot sends a notification to the
sales rep who owns the lead.

41. Personalize Your Website, Too
CTA for Prospects

42. Personalize Your Website, Too
CTA for Leads

43. Personalize Your Website, Too
CTA for Customers

44. Content, But
No Context

45. Content +
Context

46. 3 Final
Thought

47. My Pockets Circa 2005

48. Now I Only
Need This

49. A Marketer’s Toolbox Today

50. Now
Marketers
Only Need
This

51. The
Benefit of
All-in-One

52. THANK
YOU
Connect with me on Twitter:
@rickburnes